Director of Member Engagement Marketing
Tide is a UK-founded fintech business financial platform providing banking and financial-management services to small businesses and sole traders.
About Tide
Tide Platform Limited operates Tide, offering business accounts, payments, accounting and tax tools, savings, payroll, and business finance. Tide is FCA-authorised for electronic-money and payment services and is not itself a bank; its business bank accounts are provided through partner banks including ClearBank.
Skills
Candidate Availability
Required and preferred rules are kept separate and reflect the wording in the original posting.
About the Role
You will lead India’s lifecycle, CRM, retention, and engagement marketing strategy. You will build campaigns across email, push, in-app, SMS, and WhatsApp; use data and experiments to improve results; lead CRM platform migration; build and manage a marketing team; and ensure local regulatory compliance.
Requirements
- 12+ years of B2C or B2B2C marketing experience
- Experience in fintech, lending, banking, or consumer technology
- Lifecycle, retention, and CRM marketing expertise
- Marketing team leadership experience
- Marketing platform or customer data platform migration experience
- Salesforce Marketing Cloud experience
- Experience with email, push, in-app messaging, SMS, and WhatsApp campaigns
- Knowledge of cross-sell and upsell mechanics
- Marketing automation and customer data platform knowledge
- A/B and multivariate testing experience
- Knowledge of TRAI/DLT and consent management
- Stakeholder management
- Communication skills
Responsibilities
- Own lifecycle, engagement, and retention marketing strategy
- Build cross-sell, upsell, activation, retention, and reactivation campaigns
- Lead CRM programmes across email, push, in-app, SMS, and WhatsApp
- Define KPIs and partner with Data and Analytics to measure performance
- Run A/B and multivariate tests to improve targeting, content, and offers
- Build segmentation and targeting strategies
- Own marketing dashboarding, reporting, and attribution
- Apply AI and machine-learning tools to marketing execution
- Lead CRM platform changes, migration, and team training
- Build, coach, and manage a CRM and lifecycle marketing team
- Adapt global marketing playbooks for India
- Ensure marketing communications comply with TRAI/DLT and consent requirements
Benefits
- Share options
- Annual leave in addition to bank holidays
- Paid maternity, paternity, and adoption leave
- Sabbatical leave options
- Private family health insurance
- OPD coverage and top-up options
- Accidental and life insurance
- Therapy sessions, courses, meditations, and workshops
- Paid volunteering and personal-growth days
- Annual learning and development budget
- Home office setup contribution
- Laptop ownership
- Office snacks, coffee, tea, and lunch
